As social media helps to boost online awareness for an ever-expanding list of companies, it poses the simultaneous challenge of measurement. In an interview with eMarketer, Carol Kruse, Vice President of Global Interactive at Coca-Cola, stated, “Before you have ROI, you have to really understand how social media is driving your business.”
For B2B marketing programs, marked by traditionally longer lead times, the social media measurement challenge becomes even more pronounced. In essence, how can a company connect the dots between the online awareness generated by social media marketing and eventual sales?
To-Increase, a Gold Certified provider of Microsoft Dynamics software solutions, is meeting this challenge through an engagement with TopRank® Online Marketing.
In a program dedicated to connecting online awareness to ROI, TopRank is helping To-Increase build the content necessary to attract sales-ready prospects. Tactical elements of this program include blog and Twitter marketing, supported by a foundation of Search Engine Optimization (SEO).
“TopRank® Online Marketing shows a remarkable dedication to both the art and science of social media marketing,” states Luciano Cunha, Director of Americas, To-Increase. “While other companies may measure the success of a program by an increase in blog output or Twitter followers, TopRank refuses to rest until they connect these KPIs back to our sales-based objectives.”
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Learn more about the Internet marketing programs offered by TopRank by downloading our Social SEO Guides.